The MMIAM JOURNEY

Welcome to The MMIAM Journey, a blog about the Master of Management in International Arts Management program. Every month, we will share the academic and personal experiences of MMIAM alumni and interview members of our International Advisory Committee and faculty about their projects, research and perspectives. As an added bonus, we will publish a summary of a research article or company profile from HEC’s International Journal of Arts Management. We hope you enjoy learning more about our unique program and reading about the challenges and trends we are seeing in the field of arts management around the world today.

Laura Adlers, Editor

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Welcome to The MMIAM Journey : Shining a Spotlight on the Business of the Arts

by Laura Adlers, M.M., Editor. Throughout my career as an arts manager I have been asked: “But, what exactly is an arts manager? What do you do for a living?” Arts managers are producers of cultural events and managers of cultural products of various disciplines. They manage small to mid-sized ...
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Celebrating Cultural Diversity and Sharing the Magic of Cirque du Soleil with the World: In Conversation with Daniel Lamarre

Daniel Lamarre, O.C., is the President and CEO of Cirque du Soleil, one of the most successful entertainment enterprises in the world. He is also a member of the MMIAM program’s International Advisory Committee. Students in the program have the privilege of visiting Cirque du Soleil’s creative headquarters in Montréal to tour the facilities and meet with Mr. Lamarre. Laura Adlers recently interviewed him about Cirque programs, what happens behind the scenes and what he looks for when hiring an ...
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/ Blog, Interview
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Combining Management Strengths with a Passion for the Arts: In Conversation with Cultural Entrepreneur Jozef Spiteri

Jozef Spiteri graduated from the MMIAM program in 2015. Prior to his graduate studies, he was working for Montreal’s MURAL Festival. He is now working for POP Montreal, as Director of Partnerships, where he creates transformative art and music experiences using the power of creative collaboration. Laura Adlers caught up with him recently to learn about his experience with the MMIAM program and what he is doing now. Your LinkedIn profile says you are a ‘creative troublemaker’. Tell me a ...
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/ Blog, Portrait
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Harnessing Technology to Optimize the Customer Relationship: The Case of Cirque du Soleil (Abridged)

by André Courchesne, Philippe Ravanas and Cristian Pulido Since becoming Vice-President of Cirque du Soleil’s E-Marketing and Customer Relationship Management (CRM) Department in 2016, Martin Céré has managed to transform the organization’s database, not only by boosting the number of customer profiles from 5 to 15 million, but also by expanding its use, notably in relation to social media. This case study describes how a unified approach was developed by integrating email campaigns, box office, electronic distribution, user profile modelling, ...
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/ Blog, Research Article
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Less is More at Bruce Wood Dance in Dallas: In Conversation with Executive Director Gayle Halperin

Gayle Halperin is a former professional dancer and the administrative force behind Bruce Wood Dance since 2010. She is also the newest member of the MMIAM program’s International Advisory Committee. Laura Adlers interviewed her recently to learn more about Bruce Wood Dance and her role there. Who was Bruce Wood and how was Bruce Wood Dance formed? Bruce Wood was the heart and soul of  Bruce Wood Dance. He was a Texan, raised in Fort Worth, so after going off ...
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/ Blog, Interview
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Learning to Slow Down and Program “With” a Rural Cultural Community: In Conversation with Marie Bobin

Marie Bobin is a member of the first MMIAM cohort, completing the program in 2014. She entered the program with 10 years of broad arts management experience in the United Kingdom and the United States. Marie is now living in the high desert of San Bernardino County in Southern California and working as an independent arts management consultant with an interesting range of clients. Laura Adlers interviewed Marie to learn about the challenges and opportunities that come with working in ...
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/ Blog, Portrait

Customer Relationships in Arts Marketing: A Review of Key Dimensions in Delivery by Artistic and Cultural Organizations (Abridged)

by François Colbert and Danilo C. Dantas What do we know about the customer relationship in arts management? What role does relational marketing play in cultural organizations? What are the avenues worth exploring in this field? These are the main questions addressed in this article. There are few fields where the customer relationship is more crucially important than in the arts and cultural sector. But there are several dimensions to this relationship. The quality of the artistic product no longer ...
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/ Blog, Research Article
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Montréal Museum of Fine Arts – A “Humanistic” Museum with a Holistic Vision: In Conversation with Nathalie Bondil

Nathalie Bondil is the Director General and Chief Curator of the Montréal Museum of Fine Arts and has recently joined the MMIAM program’s International Advisory Committee. Under Nathalie’s direction, the Museum has garnered international recognition for its innovative partnerships and programming. Among the many honours she has received, Nathalie Bondil has been appointed a Member of the Order of Canada and recently received the Peter Herrndorf Arts Leadership Award from Business for the Arts. Laura Adlers had the privilege of ...
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/ Blog, Innovation
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Dancing on the Edge of Innovation: MMIAM Graduate Leaves Italy to Join Dance Therapy Team at Les Grands Ballets Canadiens

Anna Aglietta graduated from the MMIAM program in 2017. Originally from Turin, Italy, she is one of the first two graduates of the program to have received a double Master degree in international arts management from both Bocconi University and HEC Montréal. Anna became interested in arts management, because she wanted to be more in contact with people and work in a field using the arts to directly help society. She decided the MMIAM degree would offer her the academic ...
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/ Blog, Interview
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The Montréal Museum of Fine Arts: Balancing International Reach and Strong Local Roots (Abridged)

by Serge Poisson-de Haro, François Normandin and Emmanuel Coblence While the most renowned art mega-museums located in global cities are characterized by their attendance figures and the wealth of their collections, museums that are of medium size and located in culturally influential cities have also succeeded in making a name for themselves. The Montréal Museum of Fine Arts (MMFA) has implemented a model that enables it to realize its ambitions by mounting temporary exhibitions that strengthen its local roots and ...
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/ Blog, Research Article
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MMIAM Graduate and Gallery Owner Showcases Quebec Artists to the World: In Conversation with Anne D’Amours McDonald

Anne D’Amours McDonald graduated from the MMIAM programme’s third cohort in 2016. Prior to her studies, she completed Bachelor and Master degrees in Fine Art and worked as an arts manager for several art galleries in her hometown of Québec City. Following her MMIAM studies, Anne returned home and founded Galerie.a to develop an international network of artists and collectors for contemporary art from Quebec. Laura Adlers interviewed Anne recently to discuss her new business and becoming a cultural entrepreneur. ...
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/ Blog, Interview